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Masterfoods claim doesn’t hold water

Masterfoods is being forced to drop its “instant hydration” claim about its new confectionery brand Aquadrops, after complaints were made that the advertising could encourage consumers to use sweets as a water substitute.

The ruling from the Advertising Standards Authority (ASA) comes less than six months after the launch of the sugar-free sweet, which is being marketed as “hydrating” in an attempt to create a new category in the market (MW January 22). The ASA says that the claims “hydrating sweets” and “instant hydration” are both misleading. The Natural Mineral Water Association complained about the ads.

Separately, the ASA has received eight complaints against the Scholl footcare brand poster campaign, which shows a naked woman wearing boots. One of the posters was put up near a church in Lincolnshire. The ASA is investigating the complaints.

The ASA has also objected to three posters for French Connection radio , one of which used the tagline: “FCUK FM from PNUK to RCOK.” The ASA ruled that here, FCUK could be interpreted as “fuck”.

It has also ruled against a Procter &amp; Gamble ad for Pampers Sensitive baby wipes, after rival Johnson &amp; Johnson challenged its claims that: “Your baby will feel the difference” and “…. provide the gentlest care for your baby’s skin.” The ASA says the claims are unsubstantiated.

A Mothercare leaflet, sent out to its account customers, showing an image of a mother and baby with the headline “Mothernature brings you closer” has also been censured. Customers complained that the claim implies that bottlefeeding could bring a mother and baby as close as breastfeeding.

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